Liquid Barcodes

Resources

Brewing Good.

Paula Thomas, Chief Content Officer, Liquid Barcodes

10/22/2019

One of the most frequent ideas emerging in loyalty marketing strategies in recent years is the concept that “loyalty” is an emotion that arises as the result of people connecting to each other in ways that matter. While that often includes a structured programme between brands and their customers, it also increasingly includes concepts that are designed to extend beyond simply tracking transactions to truly connecting to a more purpose-led brand identity, in order to create an emotional bond between those brands and their customers.

This is very clearly the idea behind some recent tactical campaigns in the US market for the McCafé brand, which initially announced its ten year anniversary with a new visual identity for its coffee products. From its original style inspired by the dark product palette of coffee beans, the new coffee brand identity features “golden cups that match our gold standard for quality coffee” that “embraces optimism” – signalling a clear intention to connect with customers on a more human level.

Mc Cafe

Before and After – the McCafé Brand Identity in the US is updated for their ten year milestone.

A Focus on Goodness

As well as the visual change, this new consumer-focused mindset is evident in the US press release which used emotive language such as “because good people deserve good coffee.” Previously, coffee campaigns such as this amusing one in the UK market were focused on the importance of easily enjoying your every day coffee by choosing McCafé, however the US team has clearly noticed the huge surge in demand from customers for brands with greater purpose and positivity.

A Recent McCafé commercial in the UK Focused on a Simple Appealing Product  

Loyalty and McDonald’s

By way of background, we’ve seen plenty of rumours in the past few years that McDonald’s is planning to launch a full loyalty and rewards programme for all of their restaurant products in both the US and UK, however to date, their marketing team has focused exclusively on the concept of McCafé Rewards – an extremely generous “buy five, get one free” (20% reward rate) proposition for customers in the US.

Two interesting insights have emerged however – firstly that other markets operate a less generous reward structure – such as “buy six and get one free” in the UK (a 16.67 % reward rate) and even less generous, “buy seven and get one free” (14% reward rate) in Canada – presumably in response to less competitive markets.

Even more interestingly, with an existing “on cup” sticker-based programme running for many years as a more traditional approach to rewarding McCafé customers, McDonald’s officially confirmed that both tracking options are continuing to operate in parallel, explicitly allowing (even perhaps encouraging) customers to “double-dip” on coffee rewards!

From an overall customer perspective, McDonald’s US and UK apps support the tracking and redemption of your McCafé purchases, product offers and coupons as well as mobile ordering and payment for the main restaurant, however tracking and rewarding purchases for the entire menu has still not been launched at the time of writing, either using traditional loyalty cards or their digital platform.

McDonald's app

McDonald’s app is supports offers and coupons, mobile ordering and payment as well as McCafe Rewards. 

McCafé Rewards & the “Pay It Forward” Campaign

Alongside the ongoing McCafé Rewards concept, this summer McDonald’s took a very different approach to building customer loyalty in the USA which again focused on its coffee business rather than its main burger-based restaurant business.

In keeping with the consumer sentiment and context discussed above, the brand launched a tactical campaign called “pay it forward” in August 2019. It launched with a tiny marketing investment (from a product perspective) and used the simplest possible card based solution. A total of 500 cards with (presumably) unlimited cups of free coffee were distributed at random, valid for a total of three days to claim a free small coffee for anyone lucky enough to receive one, and then “pay it forward”  by passing the card to a friend or stranger they wanted to reward.

While the results of the campaign are not public, the card volume does seem like a drop in the ocean compared to the 822 million cups of coffee the brand sold in 2018 alone, and yet, like all of the best ideas, the media loved both the simplicity and humanity that this tactical campaign demonstrated, with coverage on many of the country’s high profile channels such as USA Today,

The video below shows how easy the concept was, yet with the obvious dependency on being lucky enough to be given a McCafé gift card, the campaign feels more like a brand campaign to drive loyalty than anything else. The spokesperson for the brand, Elina Veksler, confirmed that the brand is “staking a claim in goodness” using a new tagline “Good is Brewing”.

If we ever needed proof that loyalty is an emotional connection, not just a transaction, this campaign from one of the world’s most valuable brands is clear evidence and shows a compelling approach that many can learn from. The obvious next step seems to be a similar concept delivered digitally, with all of the extra benefits that would facilitate. From fraud management, to improving the campaign’s accessibility, as well as the obvious gains around the loyalty insights and identifying and segmenting their most engaged customers, it will be fascinating to watch McDonald’s as it follows this latest approach to loyalty. One thing is clear that they now truly understand – loyalty is about people, not about products.

MC Donald's logo

About Us:

Liquid Barcodes is a leading global loyalty and digital marketing technology company specialised for the convenience store and foodservice industries. Our proprietary cloud-based technology platform allow retailers to create and manage their digital marketing campaigns with a proprietary process we call the “customer connection cycle’ to engage, promote and reward customers activities in real-time across digital and media channels.

How we do it:

We have developed the most advanced loyalty and digital marketing technology platform specifically for convenience store and foodservice retailers globally.

Retailers use our self-service dashboard to create and manage loyalty driven marketing campaigns that increase purchases with their existing customers, as well as effectively target and acquire new customers through partners or paid media channels.

One core component of live loyalty is gamification. We have gamified branding, loyalty and promotions. We believe this approach is essential in order to get customers’ attention and ultimately truly engage them with repeatable actions thereby winning their loyalty.

Check out some of our exciting/proven results here:

www.LiquidBarcodes.com

About Me:

Paula Thomas

Chief Content Officer, Liquid Barcodes and Independent Loyalty Consultant

With over twenty-five years marketing experience, I specialise in loyalty marketing consulting, managing consumer loyalty propositions, strategy and operations. In addition to working with Liquid Barcodes, my clients have included Telefonica O2, Three Mobile, Electric Ireland, Allied Irish Bank and The Entertainer Group, as well as Avios – the global points currency for some of the world’s top airlines. I am also a judge for the Loyalty Magazine Awards. 

—————————————————


Blog post

The Refreshing Perks of Beverage Subscription Programs 

Beverage subscription programs offer convenience retailers the benefits of enhanced customer loyalty, a predictable revenue stream, customer data, and a competitive edge.

Blog post

Measure Beverage Subscription Program Success

Use three key metrics to measure beverage program success to ensure long-term viability and maximize profits.

Blog post

Enhance Foodservice Sales With Daypart Marketing and a Beverage Subscription Program

Increase overall foodservice sales by combining a smart daypart marketing strategy with a monthly beverage subscription program.    As foodservice continues to become most important to a convenience store’s financial success and ultimate viability, harnessing the dual power of beverage subscription programs and daypart strategies will help elevate sales throughout the day.

Blog post

Beverage Subscriptions Improve Foodservice Sales

Implementing a beverage subscription program will boost customer spending on foodservice items.  Consumers visit convenience stores to do three main things: get gas, use the restroom and buy a drink. As prepared food becomes the norm in convenience stores, give your customers an offer they can’t resist with a beverage subscription program.

Blog post

Use Digital Prepaid Cards to Get Started With Subscription Programs

Digital prepaid cards are frictionless and contactless and a simple way to get started with subscription programs. A subscription program is designed to conveniently remove thinking from everyday purchases for customers to make a one-time decision for month-long unlimited products like drinks and coffee.

Blog post

Which Subscription Model Will Win You the Most Customers?

Subscription programs are enhanced loyalty programs that drive repeat visits for your most valuable customers. According to a 2021 report by WestMonroe, the average U.S. consumer spends $273 per month on subscription-based services. If you haven’t already, it’s time to get in on that action.

Blog post

An Introduction to Subscription Programs

Subscription programs ensure recurring revenue by recruiting customers and enhancing the overall foodservice offer Subscription is a big buzzword referring to any recurring or prepaid program that is delivered or available on a regular basis. 

Blog post

Circle K Norway Wins NACS Convenience Retail Technology Award 

Circle K Norway wins the prestigious NACS award for technology innovations, including car wash subscription program powered by Liquid Barcodes. NACS awarded Circle K Norway’s leaders with the NACS Convenience Retail Technology Award at this week’s NACS Convenience Summit Europe in Dublin.

Blog post

Maxol Wins Customers and Awards With Loyalty App

Irish retailer Maxol celebrates a year of success with their award-winning loyalty app. Maxol’s loyalty app has been rewarded for excellence with the prestigious “2023 Loyalty Launch of the Year ” award at this year’s Irish Loyalty & CX Awards.

Blog post

Record-High Sales Coupled With Record-High Credit Card Swipe Fees Perplex Convenience Industry

NACS releases 2022 data for the convenience industry and retailers report record-high sales, fuel prices, and credit card swipe fees.

Blog post

Sunshine Gasoline Leads Industry in Technology Adoption

Florida retailer Sunshine Gasoline leads the U.S. convenience industry with app solutions for customer convenience and loyalty.

Blog post

Newly Redesigned Brezelkönig App Accepts Payments and Rewards Loyalty

Swiss foodservice chain Brezelkönig releases app update which offers customers the convenience of earning rewards and paying for products with the app in stores.  The recently-updated Brezelkönig app allows pretzel-loving customers to enjoy recognition and rewards for their loyalty. Additionally, the Brezelkönig app accepts payments to make the customer experience even more convenient.  Brezelkönig is […]

Blog post

What Is C-StorePay?

Liquid Barcodes’ proprietary C-StorePay makes paying for fuel, in-store merchandise, and subscription programs convenient for customers, reduces credit card fees for retailers, and integrates easily into existing loyalty programs Announced in October 2022, the revolutionary Liquid Barcodes C-StorePay product rose to the top of retailers’ 2022 wish lists at the NACS Show, even achieving a […]

Blog post

Loyalty Apps Engage Customers

98% of loyalty app users love using a loyalty app and want more features from it. In September 2022, NACS published a report examining customer engagement with convenience loyalty programs. Unsurprisingly, customers feel most engaged, appreciated and valued by the stores to which they belong in a loyalty or membership program – nearly ¾ of […]

Blog post

Save Thousands in Credit Card Fees With ACH

Visa and Mastercard announced an increase in interchange fees earlier in the year and retailers are taking action and sending a message by migrating their customers to new solutions, including mobile app-based ACH payments, and in the process increasing profits by not only reducing credit card fees but also boosting loyalty via innovative app-based incentive […]

Liquid Barcodes

Put a rocket under your loyalty program

With our loyalty platform, we help design and operate world-class, tailor-made subscription and reward programs that make sure your customers always come back.

Book a Demo →

We are trusted by global brands.

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes

situs slot gacor

situs judi togel slot

situs judi online terpercaya

Situs Judi Togel Slot Online Terpercaya Indonesia

slot pulsa

situs judi slot online

togel slot casino online

istana slot online

istanaslot

Situs Judi Slot Deposit Pulsa

judi slot gacor terpercaya

istana slot

istana slot situs slot

ISTANAIMPIAN GROUP

ISTANASLOT

judi slot online gacor

slot win rate tinggi

judi slot online gacor

slot deposit pulsa

istana impian 2

istana impian

istanaimpian slot online

agen togel casino

judi live casino

agen togel casino

istana impian 4

istana impian

istana impian 3

gangster4d

uno prediksi

prediksi togel istanaimpian

slot online gacor 2023

raja situs judi slot

https://www.interactworldwide.org/

slot online gacor

slot online terbaik 2023

Daftar Slot Online Gacor 2023

Situs Judi Slot Demo Pragmatic

slot deposit dana Terbaru 2023

istanaslot

istana slot online

slot88

https://134.209.107.98:777/

https://buletin303.com/

istanaslot

slot dana

https://blog.libero.it/wp/slotdana/2023/05/19/agen-judi-slot-deposit-dana/

https://platform.blocks.ase.ro/blog/index.php?entryid=26210

https://b.hatena.ne.jp/istanaslotgacor2022/

https://b.hatena.ne.jp/istanaslotgacor2022/bookmark?page=2

https://b.hatena.ne.jp/istanaslotgacor2022/bookmark?page=3

https://b.hatena.ne.jp/istanaslotgacor2022/bookmark?page=4

https://t.me/s/togelslot88gacor

https://t.me/s/situsslot

https://telegram.me/s/situsslot

https://medium.com/@gulaiayam8899

https://medium.com/@gulaiayam8899/about

https://medium.com/@gulaiayam8899/berita-terkini-seputar-slot-gacor-dan-togel-online-69848fa6e114

https://medium.com/@gulaiayam8899/rahasia-kesuksesan-dalam-permainan-slot-9a0664549e1b

https://medium.com/@gulaiayam8899/rtp-slot-gacor-auto-sultan-7e23ec9e7afb

https://medium.com/@gulaiayam8899/misteri-slot-gacor-bb02b74acd18

angka toto

https://istana-gacor.xyz/

https://istana-gacor.com/

https://www.istanaslotgacor.xyz/

https://istanaslot.w3spaces.com/

https://slot-toto.netlify.app/

https://gangster4d.netlify.app/

gangster4d slot

gangster4d

slot pulsa

http://ukt.uhnsugriwa.ac.id/admin/slot88/

https://bma.ac.ke/wp-content/uploads/2023/

https://ishcsf.com/slot-gacor/

https://www.sos-logistica.org/wp-content/uploads/slot-demo/

http://labiela.com/cgi-bin/slot-gacor/

https://www.ideasei.com/wp-content/slot-dana/

situs togel
slot777
slot gacor
https://dilmil-padang.go.id/slot-pulsa/
https://dilmil-padang.go.id/slot-dana/
http://covid19.bulukumbakab.go.id/slot-toto/
http://covid19.bulukumbakab.go.id/slot-gacor/
http://covid19.bulukumbakab.go.id/slot88/
http://covid19.bulukumbakab.go.id/slot777/
slot777
slot gacor
http://sion.uhnsugriwa.ac.id/css/slot-gacor/